CMOs: Collaborate with finance to prove marketing’s value

For many, it’s tough out there right now: record unemployment, whole industries shut down, business plans turned upside down. It’s not hard to find examples in the marketing industry, with Airbnb, Coca-Cola, Kohl’s, Zillow Group and Marriott stopping or cutting their advertising. Even companies that are doing well are looking at ways to trim costs to weather this economic storm and its aftermath.Despite CMOs’ best efforts to drive marketing credibility and accountability,